ABSTRACT
The United States hot sauce market comprises a wide variety ofregional and national brands. The total hot sauce market pegged at $700 million. It is growing at a rate of 7 percent per year. Regional consumption of hot sauce varies dramatically from the national average. Hot sauce colored by regional tastes, the variations of the category can be very extreme. The Bosco Hot Sauce Company management believes that the regional differences in hot sauce category consumption utilizes in allocating the advertising dollars. The particularly true if the company were to promote the Bosco brand in line with market opportunities and total category potential. The former marketing manager of Bosco Hot Sauce gave the assignment of maximizing the effectiveness of the advertising budget. He begins to work on the task but before he finished, he abruptly left the company. The marketing group is well behind in the planning for the year.
